570 Pages 27 B/W Illustrations
    by Routledge

    570 Pages 27 B/W Illustrations
    by Routledge

    Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory.

    Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.

    This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

    Part 1: Perspectives on Advertising and Advertising Theories

    1: What does "Theories of Advertising" Mean? An Update

    Shelly Rodgers, Esther Thorson

    2: Coloring Outside the Lines: Suggestions for the Future of Advertising Theory

    Brittany R. L. Duff, Ronald J. Faber, Xiaoli Nan

    3: Agency Practitioners' Theories about Advertising: New Directions

    Gergely Nyilasy, Leonard N. Reid

    Part 2: Psychological Processes in Response to Advertisements

    4: Psychological Transportation in Narrative Advertising

    Lu Zheng, Joseph E. Phelps, Daniel Pimentel

    5: Role of Technology in Online Persuasion: A MAIN Model Perspective

    S. Shyam Sundar, Qian Xu, Xue Dou

    6: Role of Emotion in Advertising

    Jon D. Morris

    7: Managing Advertising in Non-Traditional Environments: A Message Processing Framework

    Rick T. Wilson, Brian D. Till

    8: The Reflexive Persuasion Game: The Persuasion Knowledge Model (1994-2017)

    Chang-Dae Ham, Michelle R. Nelson

    9: Involvement

    Eric Haley

    Part 3: Audiences and Roles in Advertising

    10: A Theory of Advertising to Children

    Russell N. Laczniak, Les Carlson

    11: Theory Advancement in International Advertising: Drawing on Theories from Strategic Management and International Business

    Charles R. Taylor, Shintaro Okazaki, Barbara Mueller

    12: Depictions of Gender Roles in Advertising

    Martin Eisend, Nathalie Dens, Patrick De Pelsmacker

    Part 4: Creativity and Advertising

    13: Creativity and Ad Theory

    Sheila L. Sasser, Scott Koslow

    14: A Rhetorical Theory of the Advertisement

    Edward F. McQuarrie, Barbara J. Phillips

    15: Creativity and Risk Theories of Advertising

    Douglas C. West

    Part 5: Different Types of Advertising Messages

    16: A Review of Native Advertising

    Lawrence J. Marks, Pamela E. Grimm, Colin Campbell

    17: Narrative Advertisements and Narrative Processing

    Chingching Chang

    18: Political Advertising

    Marjolein Moorman, Peter Neijens, Denise Harr

    19: Direct-to-Consumer Advertising of Prescription Drugs: Consumers, Physicians, Messages, and Complexity

    Kim Bartel Sheehan

    Part 6: Media and Media Devices

    20: Mobile Advertising: Current and Future Research Directions

    Shintaro Okazaki, Takami Tagashira

    21: In-Game Advertising and Advergames: A 15-Year Review

    Seounmi Youn

    22: Social Media and Advertising Theory

    Harsha Gangadharbatla

    23: Digital Video Advertising

    Soojung Kim, Joonghwa Lee, Jisu Huh

    Part 7: Organizations

    24: Toward a Social Ecology of Advertising

    Christine Wright-Isak

    25: "If It Fits…" The Definability and Consequences of Perceived Fit in Corporate Social Responsibility Initiatives

    Amanda B. Bower, Stacy Landreth Grau

    26: Brand Concepts and Advertising

    Jameson L. Hayes, Dean M. Krugman

    Part 8: Contexts of Advertising

    27: How Advertising Works Within a Cultural Context: Theories and Frameworks Informing the Process

    Carrie La Ferle, Wei-Na Lee

    28: Interactive Advertising: Untangling the Web of Definitions, Domains, and Approaches to Interactive Advertising Scholarship from 2002-2017

    Sally J. McMillan

    29: Theories about Health and Advertising

    Joyce M. Wolburg

    30: Ethics and Advertising Theory

    Minette E. Drumwright

    31: Theory and Law

    Jef I. Richards


    Shelly Rodgers is Professor of Strategic Communication and William T. Kemper Fellow, Missouri School of Journalism. Supported by more than $25 million in federal and state grants, her research includes psychological processing of digital health advertising. She is a Past President of the American Academy of Advertising (2010).

    Esther Thorson is Professor of Journalism and Associate Dean for Graduate Studies, Michigan State University. She publishes extensively on advertising message effects and is one of the most cited scholars in advertising. She is a Fellow of the American Academy of Advertising and International Communication Association.

    "This book is unique! Prominent advertising scholars offer in-depth theoretical reflections on their field of study. Given the authority of all individual authors, the chapters provide readers with the tools to answer the most important questions about advertising. It is an essential read for both the novice and the experienced advertising researcher." --Hilde Voorveld, University of Amsterdam

    "Rodgers and Thorson have compiled an essential and thorough set of chapters by highly-regarded experts in advertising. This volume is a must-read for advertising scholars, students, and practitioners alike. Advertising Theory covers topics ranging from audiences to online videos and serves as a grand overview of the current state of the field, while also including some historical perspective and a look toward the future. The breadth and depth of Advertising Theory makes it a uniquely valuable text." -- Patrick Vargas, University of Illinois at Urbana-Champaign

    "This book brings together an impressive series of advertising scholars, and the coverage of all of the relevant topics in the field is comprehensive and up-to-date. I am particularly impressed with the inclusion of rapidly growing topics of interest like mobile, social media, in-game advertising, and digital video advertising. I love seeing the cutting-edge coverage of such important topics for me as gender roles, ethics, and international/cross-cultural. This is a very useful book for not only students interested in studying advertising, but also scholars and ad practitioners. I plan to add this to my reference library." -- John B. Ford, Old Dominion University